{"id":15780,"date":"2020-08-18T18:49:20","date_gmt":"2020-08-18T15:49:20","guid":{"rendered":"https:\/\/www.al-sindbad.net\/us-navy-drops-traditional-media-advertising\/15780\/"},"modified":"2020-08-18T18:49:20","modified_gmt":"2020-08-18T15:49:20","slug":"us-navy-drops-traditional-media-advertising","status":"publish","type":"post","link":"https:\/\/www.al-sindbad.net\/us-navy-drops-traditional-media-advertising\/15780\/","title":{"rendered":"US Navy Drops Traditional Media Advertising"},"content":{"rendered":"<p><\/p>\n<p>The move follows an ongoing Navy effort on YouTube showing scenarios where Navy personnel compete against social media influencers, such as <a href=\"https:\/\/www.youtube.com\/channel\/UCfMJ2MchTSW2kWaT0kK94Yw\">William Osman<\/a>, a mechanical and electrical engineer with more than 1.4 million subscribers, in various skill tests. The idea is depicting what life is like in the Navy.<\/p>\n<p><\/p>\n<p>According to US Naval Institute News,<a href=\"https:\/\/news.usni.org\/2019\/12\/18\/navy-drops-tv-ads-trades-super-bowl-spots-for-esports-youtube\"> the service plans to spend nearly $33 million \u2013 97 percent of its advertising budget \u2013 on online banner advertising.<\/a> A little more than $1 million will be spent on billboards ads and spots on local radio stations. That leaves the Navy\u2019s planned television and magazine buy at zero dollars.<\/p>\n<p><\/p>\n<p>For the video component of the campaign the US Navy is partnering with American esports organizations like <a href=\"https:\/\/www.twitch.tv\/americasnavy\/\">Twitch<\/a>, YouTube and <a href=\"https:\/\/evilgeniuses.gg\">Evil Geniuses<\/a> to help select sailors for the Navy\u2019s first esport CS:GO squad.<\/p>\n<p><\/p>\n<p>The Navy\u2019s partnership with Twitch will develop a six-episode miniseries showing how sailors use skills similar to ones used by professional gamers.\u00a0The Navy hopes to have its new esports team ready by <a href=\"https:\/\/www.twitchcon.com\">Twitch\u2019s annual convention<\/a> next month.<\/p>\n<p><\/p>\n<p>\u201cRight now, it\u2019s predominantly digital that\u2019s bringing us better returns,\u201d Vice Chief of Naval Operations Adm. Robert Burke said during a recent appearance at the Military Reporters and Editors annual conference. \u201cSince 2018, the Navy slimmed down its traditional advertising with no negative effect on recruiting.\u201d<\/p>\n<p><\/p>\n<p>The Navy will work to develop new \u201cRole Comparison\u201d esport video content and will also work with digital media sites to help promote both esports and recruitment efforts.<\/p>\n<p><\/p>\n<p>\u201cMy expectation is what we\u2019ll end up doing is creating a lot of engagements with a lot of digital content and just get people a lot more information about the Navy,\u201d said Sandra Muoio, a senior partner and group planning director at the media agency WM Global. \u201cI expect to see a lot more direct clicks to Navy.com.\u201d<\/p>\n<p>gCaptain<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The move follows an ongoing Navy effort on YouTube showing scenarios where Navy personnel compete against social media influencers, such as William Osman, a mechanical and electrical engineer with more than 1.4 million subscribers, in various skill tests. The idea is depicting what life is like in the Navy. According to US Naval Institute News, &hellip;<\/p>\n","protected":false},"author":1,"featured_media":15781,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56],"tags":[10243,3606,10242,1089,10241],"class_list":["post-15780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marine-world","tag-advertising","tag-drops","tag-media","tag-navy","tag-traditional"],"_links":{"self":[{"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/posts\/15780","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/comments?post=15780"}],"version-history":[{"count":0,"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/posts\/15780\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/media\/15781"}],"wp:attachment":[{"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/media?parent=15780"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/categories?post=15780"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.al-sindbad.net\/rest\/wp\/v2\/tags?post=15780"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}